Lineapelle<\/a><\/h3>\n
\n![\"\"](\"https:\/\/www.gscgroup.it\/wp-content\/uploads\/2026\/09\/positivity_cabin-992x558.jpg\")
\n <\/p>\n
What happens when, at a fair built to show products, meet clients and close deals, a company decides to show nothing at all?<\/h3>\n
<\/p>\n
The answer is POSITIVITY CABIN<\/strong>. 30 seconds of positivity<\/strong>, the new project by artist and performer Andrea Bianconi<\/strong>, created with GSC Group<\/strong> and in collaboration with Casa Testori<\/strong>, debuting 15\u201317 September at Fiera Milano Rho, on the occasion of SIMAC Tanning Tech and Lineapelle<\/strong>.<\/p>\nFor three days GSC Group, a company active in the tanning chemicals sector, makes a 130-square-metre<\/strong> area available, giving up its usual product display and the commercial communication of its own brand. At the centre of the space stands the Positivity Cabin: a small golden architecture conceived as a place to pause, listen and recharge within the often frenetic rhythm of the fair.<\/p>\nOn the way out, every visitor receives a small golden pin reading “YESSS,”<\/strong> a kind of amulet to carry with them. A minimal object that extends those thirty seconds of experience beyond the cabin.<\/p>\n“Positivity is an act of courage<\/strong>,” says Andrea Bianconi. “Positivity Cabin was born from the desire and the urgent need to see a different world. We live in a complex, frenetic, often disorienting time, in which I felt the need to perform a magical act. I told myself: what’s needed here is a greater good. From that need came the idea of creating a space to pause and recharge.”<\/p>\nGSC Group’s decision adds a further element to the project. In a place where the presence of the brand is normally the centre of communication, the company chooses to take a step back.<\/p>\n
“For once, we decided to take away rather than add<\/strong>,” explains Adriano Serafini, President of GSC Group<\/strong>. “We removed the products, the commercial communication and everything you would normally expect to find on a company’s stand, to make room for an experience. It’s a choice that may seem counterintuitive, but it captures our way of understanding innovation: having the courage to break the mould and take new paths.”<\/p>\nThe reference to the word “Yes” is no accident. As Giuseppe Frangi<\/strong>, President of the Casa Testori Association, observes, “one of the greatest pages in twentieth-century literature is the final page of Joyce’s Ulysses,” the one in which Molly Bloom surrenders to that celebrated sequence of “Yes.” “Saying ‘yes’ is by no means a given. It takes a certain momentum, a passion toward what is not one’s own, a generosity toward life with nothing asked in return.” It is precisely in this territory, between art and an existential attitude, that Frangi places Bianconi’s work: “This is how the ‘positivity cabin’ came to be \u2014 a structure at once elevated and familiar. Golden, naturally, because ‘Yes’ is a golden syllable.”<\/p>\n![\"\"](\"https:\/\/www.gscgroup.it\/wp-content\/uploads\/2026\/09\/positivity_cabin_3-992x558.jpg\")
<\/p>\n
For Bianconi, the Positivity Cabin is above all a way to bring art “where there is the greatest need for meaning and light”: not an object to be contemplated, then, but an experience to move through.<\/p>\n
After its Milan debut, the project will continue its journey through other settings, reshaping its relationship with place and public each time.<\/p>\n
The second stop<\/strong> will be 25\u201327 September on the Sal\u00f2 lakefront<\/strong>, in collaboration with MUSA \u2013 Museo di Sal\u00f2<\/strong>.<\/p>\nThe third stop<\/strong> is planned at MuDAC \u2013 Museo delle Arti Carrara<\/strong>, in the museum’s screening room.<\/p>\nThree very different places \u2014 an international fair, a public space by the lake, and a museum \u2014 for one and the same question, simple and anything but obvious:<\/p>\n
how much time are we still able to give to a “yes”?<\/strong><\/p>\n <\/p>\n
\nINFORMATION<\/strong>
\nPOSITIVITY CABIN. 30 seconds of positivity<\/strong>
\nby Andrea Bianconi<\/strong>
\n15\u201317 September 2026<\/strong>
\nSIMAC Tanning Tech \/ Lineapelle
\nFiera Milano Rho \u2013 Hall 18<\/strong>
\nStands C36\u2013C44 \/ D35\u2013D43<\/strong><\/p>\nA project by Andrea Bianconi <\/strong>with GSC Group<\/strong> and Casa Testori<\/strong><\/p>\nNext stops:<\/strong>
\n25\u201327 September 2026 | Sal\u00f2 lakefront, in collaboration with MUSA
\nMuDAC \u2013 Museo delle Arti Carrara, Giornata del Contemporaneo (Contemporary Art Day)<\/p>\nPress Office<\/strong>
\nMaria Grazia Vernuccio
\nTel. +39 335 128 2864
\nmariagrazia.vernuccio@mgvcommunication.it<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Andrea Bianconi brings a “YES” inside the fair 15\u201317 September 2026 | Fiera Milano Rho, Hall 18, stands C36\u2013C44 \/…<\/p>\n","protected":false},"author":11,"featured_media":5894,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-5889","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-en"],"yoast_head":"\n
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